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| 农资市场规范性感知对农户测土配方施肥技术采纳的影响 |
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李雨柯1,2,3，罗小锋1,3,4，唐林1,3,4，黄炎忠1,3,4，闫阿倩1,2,3
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1.华中农业大学经济管理学院,湖北武汉 430070;2.湖北农村发展研究中心,武汉 430070;3.华中农业大学农村可持续发展研究中心,湖北武汉 430070;4.湖北生态文明建设研究院,武汉 430070
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| 摘要: |
| 目的 农资市场经营的不规范极易引起农户对技术的认知偏差。为此探究农资市场规范性感知、技术认知和农户测土配方施肥技术采纳行为间的关系，为明晰农户技术采纳行为机制提供借鉴。方法 文章通过二元Logit模型和中介效应模型，利用鄂、赣、浙3省790份水稻种植户的微观调研数据进行实证分析。结果 （1）农资市场规范性感知能促进农户测土配方施肥技术采纳，农户的农资市场规范性感知每提高一个单位，测土配方施肥技术采纳率将增加8.6%。（2）技术易用性认知对农户测土配方施肥技术采纳行为产生了正向影响，而技术有用性认知对农户测土配方肥技术采纳行为的影响则并不显著。（3）农户技术认知在农资市场规范性感知和测土配方施肥技术采纳行为之间发挥中介作用，农户的农资市场规范性感知不仅直接影响测土配方施肥技术采纳，还间接通过提升技术易用性认知，进一步促进农户测土配方施肥技术采纳。结论 对此，应加强测土配方肥市场监管，减少因市场经营不规范而引致的农户技术认知偏差，同时提高农户的技术易用性和有用性认知，促进测土配方施肥技术的推广应用。 |
| 关键词: 农资市场 规范性感知 技术认知 测土配方肥 采纳行为 |
| DOI：10.7621/cjarrp.1005-9121.20220705 |
| 分类号:F323.3 |
| 基金项目:国家自然科学基金面上项目“信息不对称、技术推广服务与稻农采纳行为：基于生物农药的理论与实证研究”（72073048）；农业农村部软科学项目“‘两减’目标实现后化肥农药减量潜力、模式选择与政策创新研究”（202007）；国家社会科学基金重点项目“基于经济高质量发展的农业自然资源高效利用研究”（20AZD091） |
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| IMPACT OF PERCEIVED NORMALITY OF AGRICULTURAL MATERIALS MARKET ON FARMER’S ADOPTION OF SOIL TESTING AND FORMULA FERTILIZATION TECHNOLOGY |
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Li Yuke1,2,3, Luo Xiaofeng1,3,4, Tang Lin1,3,4, Huang Yanzhong1,3,4, Yan Aqian1,2,3
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1.College of Economics & Management, Huazhong Agricultural University, Wuhan 430070, Hubei, China;2.Hubei Rural Development Research Center, Wuhan 430070, Hubei, China;3.Rural Sustainable Development Research Center of Huazhong Agricultural University, Wuhan 430070, Hubei, China;4.Institute of Hubei Ecological Civilization Construction, Wuhan 430070, Hubei, China
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| Abstract: |
| Irregular operations in the agricultural material market can easily lead to farmers' cognitive deviations in technology. In order to provide reference for clarifying the mechanism of farmers' technology adoption behavior, this paper aims to explore the relationship between the normative perception of agricultural materials market, technical cognition and farmers' adoption behavior of soil testing and formula fertilization technology. Through binary logit model and intermediary effect model, this paper made an empirical analysis based on the micro survey data of 790 rice farmers in Hubei, Jiangxi and Zhejiang provinces. The results showed that: (1) The normative perception of agricultural materials market could encourage farmers to adopt soil testing and formula fertilization techniques. The adoption rate of soil testing and formulated fertilization technology would increase by 8.6% with each unit increase of farmers' normative perception of agricultural materials market. (2) The cognition of technology usability had a positive effect on farmers' adoption behavior, while the cognition of technology usefulness had no significant effect on farmers' adoption behavior. (3) Farmers' technology cognition played an intermediary role between the normative perception of agricultural materials market and the adoption behavior of soil testing and formulated fertilization technology. Farmers' normative perception of agricultural materials market not only directly affected the adoption of soil testing and formulated fertilization technology, but also indirectly encouraged farmers to adopt soil testing and formula fertilization technology by improving the cognition of technology usability. Therefore, we should strengthen the management standard of agricultural materials market, reduce the farmers' technical cognition deviation caused by non-standard market management, and improve the technical ease of use and usefulness cognition of farmers, so as to promote the application of soil testing formula fertilization technology. |
| Key words: a gricultural materials market normative perception technology cognition soil testing formula fertilizer adoption behavior |
